How do I buy a movie on iTunes for my wife?

I want to buy a movie for my wife's iPad 4 from iTunes. Aside from giving her a gift certificate, How can I do that? Of course, iTunes is of ABSOLUTELY NO HELP and there is no way to contact them. For being so greedy, they are immensely stupid when it comes to dealing with customers... I apologize for the rant but it is frustrating dealing with the "geniuses" at Apple.

Anyway, please advise if you have any insight.

Thanks,

Mike